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Why Your ROAS Is Lying to You (and How to Fix It in 48 Hours)

By Scott Desgrosseilliers on Dec 24, 2025 9:14:59 AM

Why is ROAS often misleading?

Standard platform ROAS is often inflated by 20–50% because it blends new customer acquisition with repeat buyers and view-through "vibes". This creates a Performance Trap where ad dashboards show high returns while company revenue remains stagnant. To fix this, you must shift to True New-Customer ROAS based on first-party, click-based data.

Topics: Wicked Reports marketing data accuracy new vs repeat buyers true new-customer ROAS marketing measurement fix ROAS ROAS inflation

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